The result of nay digital marketing campaign is to be found on the search engine results where target audience would search for products or services you offer. One of the best ways to ensure being on the top of major search engines is by properly channelizing paid campaigns. Pay-per-Click (PPC) is the most effective, affordable type of paid marketing and can be used by businesses of all shapes and sizes. Whether you have a small floral business or have a chain of international restaurants, it is the most effective way to drive relevant traffic to your site.
While it brings great results, there are some important points that must be kept in mind when managing large accounts with higher volumes of campaigns.
Let’s explore the top golden rules of running a successful PPC campaign management.
Don’t Launch a Campaign without Understanding Client’s Business
When it comes to launching a PPC campaign, nothing can be more damaging than launching your campaign without a proper understanding of your client’s business, target audience, and goals. It can cost you dearly and can be damaging to your PPC optimization. And the reason here is, if you don’t understand your client’s business, you are likely to target wrong keywords in the less result-oriented geographical area.
Before launching a campaign, make sure you have clearly defined goals for the branding in order to make the campaign a great hit. Remember, without goals there can be no strategy and success.
Never Take Planning for Granted
I have seen many PPC campaign managers initiating campaigns without proper planning. This results in multiple campaigns and ad groups targeting a single product category. Also, it results in duplicated keywords and ad groups. Remember, only one ad per advertiser is displayed by Google on a particular keyword. So, make sure you don’t put duplicate keywords on different ad groups.
Additionally, Google would monitor the click-through-rate of each keyword during your campaign. With duplicate keywords, it’s going to be difficult for Google to identify best-performing keywords, resulting in confusing statistics.
Negative Keywords are Also Important
With the best keywords to attract more visitors, clicks, and sales, it is also important to prepare a list of negative keywords. It is important because you want your ad to appear on the top, no matter what users are searching on Google. Using negative keywords ensures that your ad is displayed on the top even with the relevant keywords and negative keywords as well. Identifying the negative keywords is the first step of being on the top of search results.
Maximum Revenue Should be Your Top Priority
Your investment into the paid campaign is not just aimed at improving user engagement, clicks, but also improving revenue through more sales. So if a keywords is resulting in a lot of conversions, then it’s smart to give a special emphasize on the particular keyword and increase its budget or transfer some of the budget from the low performing campaigns. Work in close relations with the clients to determine the amount they’re willing to pay for the particular keyword.
Use Conversion Tracking Tools
There have been various incidents where PPC campaign managers would run PPC campaigns for months or years without any conversion tools. What’s the meaning of running a paid marketing campaign without knowing its outcomes? Knowing the results and measuring its effectiveness is the best way to identify most-performing keywords and the benefit they have brought to the business.
Using tools like Google Analytics proves to be the best source of tracking your conversions through the paid campaign. Conversion tacking tools let you know what happens after a user clicks on the ad. If customers are buying your products after clicking though a particular keyword, identify it and put more emphasize on it. The best performing keywords are worth bidding on.
Keep Optimizing Ad Copies & Landing Pages
As soon as the visitor lands at your landing page, he (or she) should see what you’re offering. The landing page should load as fast as it can. Keep a check on your landing pages and keep optimizing them with more engaging titles, taglines, and the ability load faster. Try using different types of call-to-action statements to see what drives conversions.
Remember, no one would appreciate to see the same page design every time they land at your page. Optimizing should be a regular activity, allowing visitors to come across something new, engaging every time. Keep optimizing your landing pages for better results.
For a successful PPC campaign, it is essential for the PPC managers to know which metrics are critical to client’s business and how to make use of them for better results. Properly understanding the metrics results in higher visibility and revenue for your client.
Also read: PPC “Dirty Secret” That No One Talks About